A good press release headline does not sell. It tells.
That sounds simple, but it is where many businesses go wrong. They treat the headline like an ad, packing it with words such as “revolutionary,” “game-changing,” “best,” or “leading.” The problem? Journalists do not cover adjectives. They cover news.
Your headline has one job: help a busy reader understand what happened and why it matters. For more help with headline structure, see this guide to writing a strong press release headline.
Start with the news
Before you write the headline, ask one plain question: what actually happened?
Did your company launch a product? Open a new location? Win a major customer? Release new research? Hire a key executive? Partner with another organization?
That is your starting point.
Weak headline:
“ABC Company Announces Exciting New Solution That Will Transform Small Business Marketing”
Better headline:
“ABC Company Launches Email Tool for Independent Retailers”
The second headline is not flashy. That is why it works. It gives the reader a clear fact, a product category, and a target audience.
Be specific, not loud
Promotional headlines often try to create importance with big claims. Newsworthy headlines create importance with details.
Instead of saying your company is “expanding rapidly,” say where it is expanding. Instead of saying your product is “innovative,” explain what it does. Instead of saying customers “love” your service, mention a measurable milestone if you have one.
For example:
“Local Bakery Opens Second Location in Towson”
“Software Firm Adds AI Reporting Feature for Nonprofit Fundraisers”
“Pet Care Brand Reaches 10,000 Monthly Subscribers”
None of these headlines begs for attention. They earn it by being clear.
Use active language
A headline should move. Use strong, simple verbs.
“Launches.” “Opens.” “Raises.” “Publishes.” “Appoints.” “Partners.” “Expands.” “Introduces.”
These verbs tell the reader something happened. That is the heart of a press release.
Try to avoid soft filler like “is pleased to announce.” Of course you are pleased. That part is understood. The journalist wants the fact.
Keep the company in the right place
Most press release headlines begin with the company name. That can work, especially if the company is known in its market. But do not let the name crowd out the news.
Fine:
“GreenPath Solar Opens Training Center for Maryland Electricians”
Less useful:
“GreenPath Solar Proudly Continues Its Mission to Serve Communities Through Sustainability”
The first headline tells us what happened. The second sounds like a brochure.
Avoid words journalists distrust
Some words make a headline feel inflated before the reader reaches the end. Be careful with:
“Revolutionary”
“Groundbreaking”
“Best-in-class”
“Disruptive”
“World-class”
“Unprecedented”
There are rare moments when one of these words may be justified. Most of the time, they create doubt. Let the news carry the weight.
Add context when it helps
A headline can include a useful audience, market, location, or result. That small bit of context can make the story easier to understand.
Compare:
“FinTech Company Launches New Platform”
Better:
“FinTech Company Launches Payment Platform for Independent Medical Practices”
That extra detail tells a journalist which beat, audience, or publication might care.
Write it, then cut it
After you draft the headline, remove anything that sounds like a pitch. Then remove anything the reader does not need.
Ask yourself:
Could a journalist understand this in five seconds?
Is the main news clear?
Would this sound believable if a competitor said it?
Can I prove every claim in the headline?
It also helps to check your headline against basic AP style guidelines, since many journalists and PR offices use AP style as a common writing standard.
A strong press release headline is not clever for the sake of being clever. It is useful. It respects the reader’s time.
That is usually what gets noticed.
Mickie Kennedy founded eReleases.com in 1998 after watching PR firms charge small businesses a $20,000 minimum for a single press release. For 27 years, he’s been closing that gap — distributing 150,000+ releases via Cision PR Newswire, serving 30,000+ clients including Manscaped, Squatty Potty, and 40+ Shark Tank brands, and generating $132M+ in earned media. A sought-after podcast guest and two-time Amazon bestselling author of Beginner’s Guide to Writing Powerful Press Releases and The PR Strategy Manifesto. Mickie holds an MFA in Creative Writing from George Mason University. Based in Baltimore, MD. LinkedIn